Dave Halverson Speaks: The Demise Of Play Magazine

Franksmall
Saturday, April 10, 2010

Editor's Note: Frank took it upon himself to further investigate the closing of Play magazine, and he managed to get a response from the man at the center of the event, Dave Halverson. Keep reading for Dave's first-hand account of what happened. -Jay


Dave HalversonI might not have broken the story of Play's demise with my post earlier this week, but I was pretty shocked and taken aback when I discovered that the news was legitimate. Play was an interesting magazine. It used imagery better than any other magazine that I've read, even if the editorial was up and down at moments. To find out more about what exactly happened with Play, I contacted the man in charge, Dave Halverson.

His response seems genuine, and while I am sure many will jump to debate many of the points he makes, I do think it was rather awesome of him to take the time to sit down and write it. To those ends, I would like to thank Mr. Halverson. I promise any follow up responses can be found right here on Bitmob.com, and I will keep exploring this story. I know the public did not respond to this news with shock and awe, but I do consider the closing of any gaming publication a story worth pursuing, debating, and pondering. In that spirit, my correspondence is below.

 

Dear Mr. Halverson,

I was hoping to discuss the closing of Play Magazine with you. I have been a loyal subscriber for a few years now, and just discovered the magazine was shut down. I am also hearing rumors that you may be looking into restarting GameFan.

Would you be willing to discuss any of this with me, or do you have any messages you would like to give to Play subscribers?

Sincerely,

Frank Anderson


Here is Dave's response:

Hi Frank,

Thanks so much for the inquiry as I've heard many a disturbing rumor regarding Play's demise. Fact is it hit no one harder than myself. After nearly 10 year's of 'round the clock work, hearing the company was in dire straights this past November--I was working on the year in review issue no less, a celebration of sorts--hit hard. It was a culmination of things that ultimately took Fusion down. What was a terrible year ad-wise was made all the worse via Geek never finding its audience (a great mag tho). It was a big drain on the company but a risk admin felt (I'm told) was worth taking considering the potential. It just got worse though.

This economy is like nothing we've ever seen. Shame they robbed Peter to pay Paul though. Had I known I would have done everything in my power to stop it but my role was 100% creative. That said, I guess everything would still have been OK, had Q4 panned out anywhere close to normal but turns out it was a disaster. Over 60% of our advertisers decided to abandon print and go online exclusively. No matter how much we fought and could prove our readers choose print they just slammed the door in our face like we were pond scum. It was a rude awakening after 18 years. There's too much turn over in the game biz. Too many relationships come and go. Our best clients have always stood by us--or more over, our readers--so once again I've decided to tough it out and stay the course developing print, rather than joining the online community. Nothing against online, but, it just doesn't hold water for me. I love print media. always have; always will.

Truth be told I wasn't all that thrilled with Play last year. I felt we needed to evolve but was always met with skepticism and or fear. I wanted reviews back in, more original content, a bigger size and so on but it wasn't to be. So maybe this was meant to be. I love fresh starts and the way GameFan was taken from us has always haunted me, so, I figured why not... As magazines go all three I've been with have defied the odds. 1 in 10 succeed and even less make it past the five year mark so I guess I've been lucky in that respect. I just wish I could find someone on the business end as dedicated as I am on the creative so we could weather these storms that hit every now and again.

I set the new company up personally--it's my first since the original GF--so I'll be running the GF office until I find the right person to stay the course, so no surprises. No way I can go through this again. Making magazines is an extremely personal thing, at least for me. The only reason I really do it in the first place--it's also really hard on an indie level--is for the love of games and the people who make them, and the readers.

What a mess the US press has become. I can't sit by and watch great games get massacred while assembly line blockbusters get the red carpet treatment from freelancers who can't brave anything beyond extended tutorials or understand art beyond different ways to render a meat-head. Bigger isn't only not better, it's debilitating. The industry is all out of whack. That said, man, it hurts to read what people are saying. I've worked my ass off for going on 2 decades and have 3 kids. Like I need Joe-bonehead hurling accusations for them to ponder. But I can't involve myself in all the cynicism. That stuff drags you down. I prefer to stay positive and live every day.

As soon as the GF site is up we'll be offering free digital subs to Play subscribers and huge discounts on print. Issue 1 is on its way to newsstands now so by the time it hits we'd like to reach as many subscribers as possible. Fusion may be gone but I'm here for you. My crew is all new (and growing) and really pumped to be doing something unique. It's nice to work with hungry people again willing to brave the early days of building a print foundation; not an easy task. GF is work in progress but issue 1 is a good start in my book. I threw out the old format and started from scratch developing what I think a modern print magazine needs to be, and set up the co. in such a way that we don't need to rely so heavily on advertising. In a perfect world we'd nail down a dozen choice clients and close it off. In fact, we just may. Because at the end of the day 10 of our readers are worth 1000 online. The smart money realize it, and I've grown tired of trying to convince the "eyeballs" sect. Let 'em drop like flies. It's fun to watch.

...I feel a rant coming on so I better go, but hey, thanks again for actually asking me directly. This has been really hard on me. I've had to fight for every inch and some people still see me as some tyrant. I'm anything but money grubbing or greedy, which seems to be the problem. I just don't believe in cynicism, really dig a great video game, and believe that hard work and dedication is the only way forward (along with the new DL game nets). Next stop XBLA! Thanks.

PS. Shoot me your address and I'll send you the first issue of GF. Feel free to let any other subscribers know that I have their backs too. I'm limited in terms of what I can do to reach them so every little bit counts. Looking for like-minded gamers/writers and a business manager too if you wanna put the word out.

Take care,

Dave

 
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Comments (30)
Franksmall
April 10, 2010

Please Digg this story. It is good for me and the site. Thanks!

http://digg.com/gaming_news/Dave_Halverson_Speaks_The_Demise_Of_Play_Magazine

Imbarkus_picard_avatar
April 10, 2010

Dugg.  Good work Frank.  You'll find a preview of the first issue of the Gamefan on the Hardcore Gaming 101 blog here:

http://blog.hardcoregaming101.net/2010/04/gamefan-issue-1-is-done.html

Imbarkus_picard_avatar
April 10, 2010

Hey I can really respect this response.  I will say this industry has become so weirdly multi-layered that finding pundits who are spending their time criticizing the critics is too easy (something I now feel guilty of myself).  I may have leveled a couple of criticisms of Play in my response to your original article Frank, but I still stand by the positive things I said about how Play was a vital voice in a chorus of criticism.  It ain't a chorus if everyone's singing the same notes.  I somehow missed the original Gamefan.  At the time I was reading EGM and Next Gen I think.  But what the hey I'd love to check it out. 

That said, the digital model like you're seeing in the new EGM has got to be part of the model moving forward.  Online is interactive in a community sense--that seems to be how it works best.  Print is great but no one can afford to lather newstands with copies in hopes of garnering subscribers anymore (not in this vast America of ours, anyway).  I think the digital print has got to be the hook to get enough subscribers (without giving it away and hoping for ads to pay the bills), so you can make high-quality paper print mags without newstand presence.  It's a working theory:  EGMi/Edge model kind of thing.

Jayhenningsen
April 10, 2010

Awesome, Frank. Many people were quick to vilify Dave, so I'm curious how everyone will respond to what he had to say. Good job.

Alexemmy
April 10, 2010

Excellent journalism, Frank! While many big sites seemed to ignore this story, you went the extra mile to get the word straight from the man himself. I'll be interested to see the new GameFan and what he does with it.

Default_picture
April 10, 2010

"What a mess the US press has become. I can't sit by and watch great games get massacred while assembly line blockbusters get the red carpet treatment from freelancers who can't brave anything beyond extended tutorials or understand art beyond different ways to render a meat-head. Bigger isn't only not better, it's debilitating. The industry is all out of whack. That said, man, it hurts to read what people are saying. I've worked my ass off for going on 2 decades and have 3 kids. Like I need Joe-bonehead hurling accusations for them to ponder. But I can't involve myself in all the cynicism. That stuff drags you down. I prefer to stay positive and live every day."

Ain't that the truth. Anyway, this is an excellent piece, Thanks for going through the trouble to discover what's happening. I'm glad he's coming back with another magazine, and hopefully the business won't be mismanaged this time.

Me_square
April 10, 2010

Good job Frank!  What I liked about Play was that when I had an odd-ball title that I liked, often the only print voice that followed what I was feeling was Play.  I hope DH is successful if for no other reason that we have more viable choices when it comes gaming magazines. 

N712711743_851007_3478
April 10, 2010

Although I was never a fan of Play for reasons I'll keep to myself, I at least respect Halverson and the staff for keeping their voice consistently genuine like they did.  Sure, they beat us over the head with their die-hard indie loving to the point of pretentiousness -- but someone's gotta cover something else besides Call of Duty and God of War.

And I never like to see print go away; I think there is an art in layout and design as well as writing that just isn't captured online.  So in that regards, I will miss Play.

Great job, Frank.  It's nice to see someone write an article out of admiration of the subject rather than pandering to a crowd.

Img_20110311_100250
April 10, 2010

 

Man, everyone was yelling about not giving money to this Dave guy. I have no idea who he is. Sounds like I missed all of his magazines. 
 
I was a Gameplayers guy and then EGM, with some NEXT GEN and a few other magazines in between.
Scott_pilgrim_avatar
April 10, 2010

Great work, Frank! I'm looking forward to checking out this new/old mag for the first time!

Dscn0568_-_copy
April 11, 2010

Great journalism, Frank! I wasn't a fan of Play myself, but I am sad for the writers and editors who put their hearts into that magazine.   

Default_picture
April 11, 2010

I still can't believe that GameFan is coming back. I was practically raised on that magazine as far as my gaming life goes. Matter of fact, Dave and GameFan almost single-handedly shaped my taste in videogames, which still holds strong today. Play was cool and all, but deep down I was always wishing it was still GF; it just never felt the same really, or as good. It's a shame that some things went down the way they did with Play, but that's just life, and it happens all the time in industries such as these. I don't see it as Dave's fault, but more of a series of unfortunate events which lead to the overall downfall. And hey, if it means GameFan making a comeback, well, it's all worth it. Great responses, Dave. Anxiously awaiting the first issue to hit retailers. 

PS: Does anyone know what the new GameFan website URL will be?

Default_picture
April 25, 2010

No offense, but this isn't journalism. This is PR for David Halverson.

Sending off an e-mail and waiting for a response is not journalism. Halverson has now had his say without any questions posed to him.


Former Play staff members aren't in hiding. They're out there, working new jobs, and could have provided a counterbalance to Halverson's statements. But that might have entailed work, or digging, and the writer was obviously not going to have any of that.

I don't wish Halverson or Gamefan ill will. But there were shenanigans at Play, and some very good people are still owed a lot of money for their efforts.

Franksmall
April 25, 2010

Just so you know, person who apparently is afraid to post under their real name, I never claimed this was some kind of epic attempt at journalism. I agree that it was just a platform for Dave to give his side of the story. I did consider it worth getting out there since there was little to no coverage of Play's closing. I am trying to get in touch with members of the Play staff and trying to create a post tracing events from the before Play, to the demise and all the way to the rebirth of GameFan. Most of my efforts have been met with either no response or people being unwilling to speak on the record. Since I am uncomfortable just posting a piece without any named sources I have not posted any of this digging.

Sadly, since I am not a professional journalist and am in school with finals at the moment this has been put on temporary hold.

 

PS- Please post under your own name from now on. That is site policy, but you would know that if you had taken two seconds to read while signing up for this site. ;)

Default_picture
April 25, 2010

It wasn't any kind of journalism at all, Frank. It was a free advertisement for Halverson and his new magazine.

How come you're so anal about the rules when it applies to me, but not to others posting under pseudonyms?

Franksmall
April 25, 2010

Apparently you have trouble reading but if you could read then you would have seen where I said "I never claimed this was some kind of epic attempt at journalism." You need to re-read my last comment again. It explains my plan for following up on this piece. I am not a huge fan of Halverson, but thought getting his point of view was worth while. I'm sorry if that rubs you the wrong way... actually I'm not at all. I'm just saying that so hopefully you will go away.

Also, I hadn't noticed the post by "Zero" before, but the whole point of bringing up your lame pseudonym was to make you feel like what you are... An ass.

PS- You should probably change your name to Bilious G.

Bitmob_photo
April 25, 2010

If you can't state your opinions under your real name then go troll somewhere else.  Neither you nor your opinions are welcome here.  Good work Frank.

Demian_-_bitmobbio
April 25, 2010

As others have stated, please use your real name if you want to participate in the discussion here. 

Default_picture
April 30, 2010

Toss off. I posted a valid criticism of this "story" and your response is to call me an ass and whine and pule about a pseudonym?

That's a great incentive to get someone to post under his real name.

Also, if you had read the comments, you would note that some posters here confused this advertisement for real journalism.

Demian: You're better than this.

Franksmall
May 01, 2010

Please don't comment on my stories anymore Lugubrious G. You obviously want to ignore the way I told you that I was trying to follow up on this story. You are just trying to be belligerent and are not welcome on my pieces any more.

PS- You don't happen to go by the name Gamemaster4747 on 1up, do you?

Default_picture
May 01, 2010

Frank:


You did a crappy job posting a free ad for Halverson and not doing a shred of digging to balance out your "story." A follow-up a month after the fact isn't going to serve anyone.

And the name-calling and whining isn't really appropriate. If you weren't so thin-skinned and eager to fight, you'd realize my criticisms were meant to point you in the right direction.

 


 


 

Franksmall
May 01, 2010

I don't need you pointing me in any kind of a direction and like I said before, quit commenting here. You are not welcome. From what I can tell have only signed up to this site to post aggressive comments. You are not wanted.

Mikeshadesbitmob0611
May 01, 2010

@Lugubrious, what's it like being a sniper? I've always wanted to be one.

Lance_darnell
May 01, 2010

LOL @Michael.

Andrewh
May 01, 2010

Lugubrious G: "please use your real name if you want to participate in the discussion here".

You're better than this.

Default_picture
May 03, 2010

Please inform me as to what discussion is going on here. I brought up the fact that this was an advertisement for Dave Halverson and his new magazine, that a balanced perspective was needed, and the mob did some name-calling interspersed with whining I wasn't using my real name. There's no discussion. None at all.


And you are right, Andrew. I am better than this. Simply by virtue of the fact that I am willing to offer real criticism instead of making cheap shots ensures I am way better than this,

Browbeating someone because they offer a differing perspective is a fine way to encourage discussion.

Franksmall
May 03, 2010

It was not your opinion that is the issue, it is the manner it is voiced in. I responded to your first post and you persisted in acting high and mighty when I had already admitted that I agreed with you and was already working on pieces to expand on this story beyond Dave's opinion of events.

That was not good enough for you and you never once wanted to partake in a discussion. You wanted to attack my work and then act like you were being persecuted when myself and others decided we do not like you or the tone of voice you post in.

You have already been asked to leave, and yet you still persist on posting. I find it laughable that you are trying to act like there was even a second you wanted to participate in any kind of discussion here. You just signed up to snipe my piece and have yet to post on any other pieces, and more importantly have yet to post your own writing so we can judge the merit of your work.

Go away!

Mikeshadesbitmob0611
May 03, 2010

Pointing out why everyone sucks and you rule isn't going to encourage discussion either. Hey kettle; you're black!

Default_picture
May 07, 2010

That I have persisted  and not sunk to name calling  tends to indicate I am more than willing to discuss the matter. I wouldn't have brought the issue up if I didn't want to further the commentary.


The simple truth is that there is a larger story here -- and it deserves to have been told in full, not in some piecemeal way. The bankruptcy documents for Fusion Media indicate more than $1 million is owed to its  creditors, among them former members of the Play Staff. To have allowed Halverson to have his say without any context is poor work indeed.


 

Christian_profile_pic
May 07, 2010

@"Lugubrious" But you aren't discussing the matter.  You're repeatedly lobbing the same "criticism" at Frank.  He responded a long time ago.  Frank has stated that he's interested in pursuing that larger story and is trying to do so.  He isn't a professional, working journalist with the time and resources such a position would bring.  To boot, he's a student.  He's doing the best with the time and resources he actually has (and his best is damn good).  

That's why this story is on Bitmob -- a web site created specifically for such work -- and not in the New York Times.

I myself feel like a tool just for repeating what he's already said and stating the obvious, but there's not much more any of us can do until you come up with something new to say.

I'll also repeat that you really have no place to judge the man or his writing as long as you're posting under a pseudonym.  You're taking advantage of the opportunity to hold Frank accountable for what you consider to be a poor story but not allowing him the same right.  There are words for that: cowardice, hypocrisy, douchebaggery.

(OK, I made up the last one).

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